Paris shows Olympic Games not Mission Impossible in multi crisis world as IOC’s top gun prepare to sign off

Olympic Games advisor, Michael Pirrie, says the Paris Games has returned the mega sporting event to its premier status in the world, and cemented legacies of major reform for the Olympic Movement under IOC President Thomas Bach and his lieutenant John Coates.

Paris ended its Games in spectacular style with Tom Cruise diving into Stade de France as MI field agent Ethan Hunt and leaping onto a motorcycle with the Olympic flag before leaving the Olympic stadium bound for Los Angeles.

This was a dream Hollywood ending to the Paris Games as the Olympics move on to the world’s movie capital. 

It was Risky Business but not Mission Impossible as Cruise followed in the footsteps of Daniel Craig and James Bond 12 years earlier on Her Majesty’s Secret Service, accompanying the late Queen on a surreal helicopter ride from Buckingham Palace and parachuting into the Stratford Olympic Stadium to open the London Olympic Games.

The Paris Olympic Games had its own cinematic qualities and themes as well spanning the human experience.  

Set against the backdrop of a world in turmoil, on the brink of full-scale war in the Middle East, threats of nuclear annihilation by Russia, and return of fundamentalist terror groups in Europe, on the Olympic home continent, Paris staged a joyful Games that thrilled and excited world-wide audiences.  

The success of Paris was the high point of IOC president Thomas Bach’s tumultuous term in office, the latest in a succession of some of the most improbable Games scenarios to confront an Olympic leader

These include the Pyeongchang Winter Olympic Games on the politically divided and dangerous Korean Peninsula packed with nuclear missiles; Tokyo Summer Games in the middle of a killer global pandemic; and the cold diplomatic boycott of the Beijing Winter Olympic Games amid concerns of serious Chinese human rights violations .  

The delivery of Paris and other Games on Bach’s watch, under his signature reform agenda, has been consequential.

This has enabled the IOC to keep the sprawling multibillion dollar Olympic enterprise of global Games assets, events and operations functioning more effectively than widely thought possible in such turbulent times. 

Bach’s reforms, which provided a blueprint for Paris, have enabled him to formally announce he would stand down next year at the end of his 12 year term in office.

Bach can now step away from the IOC presidency with a sense of deep accomplishment and achievement in the aftermath of Paris   

When elected Bach likened his role to that of a conductor, coordinating the IOC members and sections of the worldwide movement to provide a unified performance for audiences.

OLYMPIC SYMPHONY IN PARIS

If so, the French capital brought core elements of Bach’s reform program together in a compelling symphony of sport, perhaps entitled “Agenda 2020 concerto plus in Paris..”

Paris was an Olympic ‘Ode To Joy,’ echoing the composition’s radical call for equality, freedom and unity that reflect the spirit of France and Olympic values.  

Bach, and longtime collaborator, IOC senior vice president John Coates, have redefined thinking and possibilities around the selection of host cities and  staging the Games to help address challenging global conditions impacting the Games.

These have included declining interest amongst western cities and nations in hosting, economic instability, scarce resources, climate change, spiralling venue and infrastructure construction costs, as well as corruption, doping, and post-Games legacies. 

There had not been a fully successful Games since London in 2012, before Bach’s presidency, and Paris was the moment the Olympic Movement had been waiting for.

Paris enabled the Games to return to a major European capital, with no major organisational problems or scandals, a beautiful host city, world famous venues and huge viewership. 

This was the opportunity for the Games to recover after the isolation of Covid and return to its premier status in the world. 

PARIS GAMES REVOLUTION

Paris redefined the appearance of the Games, and for the first time this century there were almost no new venues.

Designed around the Agenda 2020 reforms scaffolding, the look and layout of the Paris Games was dramatically different, utilising existing and temporary venues.

The city was utilised like never before with no central Olympic Park cluster of new venues, andsports spread across central Paris and surrounding neighbourhoods in already built or temporary settings and spaces.

This changed the shape of the Games and lowered budgets

The reforms were designed to reduce venue costs and infrastructure to enable host cities to focus on Games operations and services funded largely by private revenues from IOC Olympic partners and other Games assets such as ticketing.  

Paris has been a Games changer and Games saver as well, increasing interest in Games bidding cities following a decline after massive infrastructure budgets incurred by host cities last decade on new venues and projects not included in original Games proposals

This was made possible by the expanding global industry in mobile and recyclable venue construction parts and services, such as seating, tents and generators leading to a new era of flat pack Games. 

The sector is revolutionising major events, bringing old ‘dinosaur’ venues back to life as well as creating new short term purpose venues, and will feature prominently at the Los Angeles and Brisbane Games. 

The new approach, led by IOC President Thomas Bach and John Coates, was designed to make the Games more affordable, sustainable and appealing for cities in times of global turbulence and economic uncertainty . 

The reforms are also at the heart of worldwide efforts by governments, world governing bodies and international federations to contain costs by using existing and temporary stadiums and supporting infrastructure.  

Existing buildings and temporary structures and spaces in Paris were adjusted and converted into high functioning venue environments that witnessed electrifying sporting performances.

The grandeur and majestic beauty of many of the Paris venues helped to highlight the potential of the new Games model, supporting the new emphasis focus on already constructed venues and temporary settings and backdrops.  

The shift to the lower cost Games model has helped to avoid community protests and unrest over venues in Paris that have often marred previous Games. 

In the  recent post-election political gridlock in France, activists, protestors and residents were discussing pension and work retirement issues, not cost of Olympic venues.

IOC leaders are hoping this could mark a fundamental shift in the Games narrative for host cities, governments, and governing bodies, often forced to defend budget blow outs and little return on investment.

While Bach’s agenda points to new directions, priorities and concerns for the Games in a multi crisis world, Paris also built on Olympic heritage and traditions.

France, a nation of freedom fighters and defenders of human rights and liberties, amplified the core peace mission and message of the founder of the Olympic Movement and IOC, Parisian, Pierre de Coubertin.

The need for peace was hyper present in Paris.

Ukraine’s presence in Paris gave witness to the world of the unfolding apocalypse and was a symbol of extraordinary resilience and survival.

“It always was very chilling as you see the rocket flying, but you don’t know where it will land,” one Ukraine athlete said.  

“They (Russian athletes) support this war, they (Russian soldiers) kill our athletes, children, people. They destroy our homes,” the athlete said.

The horrific toll Russia’s war has taken on Ukraine’s athletes and sports system – more than 500 senior athletes and coaches have died, hundreds of sports facilities have been destroyed or attacked and thousands of children and teenagers have been evacuated, kidnapped or in hiding – means that the nation may soon be unable to field teams at future international events   

UNITED BY HUMANITY OF THE GAMES 

The Agenda 2020 reforms helped to provide a compelling Games environment in Paris

The Games was a reminder of what unites the world even in troubled times, in a celebration of humanity, camaraderie and competition and of people achieving the seemingly impossible in improbable circumstances 

OLYMPIC AURA RETURNS 

In a football heavy world, the extraordinary diversity of skill, determination and achievement involved in the 32 Olympic sports on display in Paris produced outcomes beyond comprehension even in the world’s top sporting competitions

Athletes defied gravity as well as expectations of what was humanely possible. 

Swedish-American pole vaulter, Armand Duplantis, soared so high he almost needed a parachute and oxygen mask before taking off inside Stade de France and soaring towards the heavens breaking his own world record. 

The Games attracted a galaxy of the greatest athletes of the generation from the premier leagues of golf, tennis, basketball, swimming, track and field and other codes – from LeBron James and Novak Djokovic to Rory McIlroy, who said Olympic golf “might be the purest form of competition in our sport, we don’t play for money in it. It speaks volumes for what’s important in sports.”

The Games also produced the greatest stories in sport

These included an athlete whose great grandfather was on Schindler’s List, and while competing in Paris drew on the strength and spirit of her late grandmother who survived the Holocaust 

The Holocaust survivor escaped to Paris in 1944, where 80 years later, her granddaughter, Jemima Montag, would win bronze in the Olympic race walk, finishing under the arches of the Eiffel Tower that once beckoned as a beacon of hope to her grandmother eight decades earlier.

Montag, representing Australia, was inspired by wearing her grandmother’s bracelet, marching in her memory and footsteps.   

Conclusion

The success of Paris, new Games model, increased interest in hosting the mega event, and the Bach-Coates agenda of reforms will leave consequential legacies for the Olympic Movement as potential presidential contenders begin to consider their own agendas for the most important position in world sport.

UEFA signs Crypto.com as exclusive global cryptocurrency partner

Crypto.com and UEFA have announced that Crypto.com will be the first and exclusive global cryptocurrency platform partner of the UEFA Champions League. The multi-year partnership will see Crypto.com serve as an official global sponsor of the UEFA Champions League.


Crypto.com and UEFA will collaborate to bring unique experiences to fans by creating memorable moments at the matches, driving fan engagement around football and cryptocurrency. The official global sponsorship will also include in-stadium activations, broadcast integrations and innovative advertising campaigns. Crypto.com’s branding as an official global sponsor will be unveiled at the UEFA Super Cup taking place on August 14, 2024.

“This exclusive partnership with one of, if not the most popular leagues in the world, the UEFA Champions League, represents a significant step in our journey of engaging consumers through the most iconic global sporting events,” said Steven Kalifowitz, Chief Marketing Officer at Crypto.com. “We have successfully built the Crypto.com brand and community by producing innovative and groundbreaking moments and events in a way that others have not been able to replicate. Connecting our brand with engaged sports fans around the world has effectively grown our user base to over 100 million in pursuit of our mission of cryptocurrency in every wallet.”

“We are thrilled to announce our new partnership with Crypto.com, one of the foremost supporters of some of the biggest sports teams and events in the world,” said Guy-Laurent Epstein, UEFA marketing director. “This collaboration marks an exciting new chapter for the UEFA Champions League, as we embrace innovative technologies to enhance the experience for our fans and community. Together with Crypto.com, we look forward to exploring new opportunities as we begin a new, exciting chapter of the premiere club football competition.”

This partnership marks the latest signature partnership for Crypto.com within the sports and entertainment space. Crypto.com has become one of the most recognized global brands with more than 100 million users by partnering with iconic people, places and events, including the iconic Crypto.com Arena in Los Angeles, Formula 1, UFC, the FIFA World Cup Qatar 2022, and more.

How Intel is helping IOC with AI innovations, fan engagement and long-term planning

iSportConnect’s Taruka Srivastav spoke with Todd Harple, Olympics AI Innovation Program Lead for Intel Lab to discuss Intel’s partnership with the Olympics, highlighting their commitment to AI innovation and gender parity. Todd explained the complexity of the Olympics ecosystem and Intel’s development of systems to count people in and out of venues, predict their future locations, and help the IOC with long-term planning.

Tell us about your role with Intel.

I am the Olympics AI innovation program lead. I’ve led a lot of our path finding and road mapping for our Olympic Games, with Olympic sponsorship at Intel, which began in 2017 so it’s been really great to see the whole pathway of things develop from POC to being out there in the real world as scalable products.

What does this partnership entail?

When we signed this partnership, we signed on across a number of different marketing categories. Chief among them is processing and AI, which are certainly the two things near and dear to the heart of what we do at Intel. And this year, we’ve got a number we’re bringing AI everywhere. We did a great job at the recently concluded Paris Olympics and will continue the momentum for till the Paralympics.

We have applications that are helping fans, helping athletes and helping the organizers. And it’s been really exciting to see how these come to life, and some of them, they’ve started out as proofs of concept all the way back as far as our first games in Pyeongchang and now our mature scaling products out there in the real world with our partners. One of the ones that is pretty exciting and high profile here at the games that we really are proud of, is called AI platform experience, and it’s pretty exciting. So this is something that’s based in part on technology we developed called 3D athlete tracking. And basically we developed models to use computer vision to identify elite athletic form. And the first time we showed this to the public was in Tokyo.

If you recall watching the sprints, you saw runners with color streams behind them that would change with acceleration and top speed and that made it to the broadcast. And then this year, we actually went along with the International Olympic Committee to Senegal, where we helped the host the Dakar 2026, Youth Olympic Committee, to identify talent for the future. And we did this through our 3D athlete tracking combined with different sorts of exercises that show athletic competency. And for the games, we brought that experience of trying out different forms of athletic performance and assessing athletic talent at the game so among the fans, so the fans can come through, they can try out different things that use our AI to tell them which Olympic sport they be best at.

What are the frequent challenges which you face and how have you been able to overcome those?

The Olympics ecosystem is quite complicated. Understanding the interplay between the International Olympic Committee, the International Federations, the athletes themselves, the National organizing committees, it’s a complicated matrices of sort of overlaps where you need to understand how they all work in order to navigate how you’re going to deploy something. We’ve been working closely with the International Olympic Committee on operational things. So for instance, when you have a venue that is being used in a way that’s not its normal use, you have significantly more people, and it’s used by larger entourages that follow the athletes and so forth, their families, their coaches. You need to understand how to use space. And so this was always a pain point for the IOC to try to figure out, how do I right size the amount of space I’m giving for press or the amount of space I’m giving for the athletes and their entourages within venues. So we developed systems that can actually count people as they come in and out. Nothing personal about it in terms of understanding who it is. We just need to know how many people are coming in and out, where are they congregating, and for how long? And then we can apply models to predict where they’ll be in the future, which helps the IOC for long term planning and helps future organizing committees to know, “Hey, this was the right size for a summer games. This was the right size for our winter games?”

We’ve navigated that and help them build the tools to have more accurate representation. So that’s one example. And then, for instance, on the athletes side, the athletes come to these games, it’s a lifetime of work that leads up to this, and they need to be focused on their performance. But at the same time, this is like a great opportunity for them to try to meet people, have a good time understand what is being on offer to them from their top partners, maybe special rules for the games. And until now, they had to rely on a Chef de Mission, their person, from their team, to navigate all these things. But in cooperation with the IOC, we actually built a chatbot for the athletes alone, so it’s not open to the wide public, and it’s only open to athletes. They can go in there and use six different languages, ask it questions, and it will tell them, “Can I take photographs at opening ceremony? Can I post to social media?” And this consolidates all this information, which used to be 10 points of contact into one.

Is the Olympics/Paralympics the ultimate platform to show off technology?

The Olympics really sets the bar. When we talk about the Summer Games, we’re talking anywhere from 11 to 15,000 athletes, and this year, over 11,000 hours of footage are captured. It’s so much, so many sports, and at this platform, it’s provided an opportunity to show so many different things, even sort of democratizing access, both on the broadcast side and on the athlete side to AI, and the tools that help people enjoy the games more has been a lot of fun. So for instance, when we watch the replays, when we watch highlights of our favorite athletes, it turns out, in the past, you had to rely on whichever broadcaster owned the rights for your area and what they were willing to give you. But now we’ve developed an AI system that actually helps to both turn around results faster for replays. So for instance, almost in near real time, we could ask the system, show me every three point basketball shot by the Nigerian team. And sure enough, we can get it right away, and we can also do this for more obscure sports as well as for smaller nations. So now even smaller nations get the highlights of their heroes at home better than we ever have in the past due to AI technology

What is the kind of team you have, or stakeholders you have which are helping you deliver this technology?

In this environment, it’s always teamwork. We work through the whole gamut of partners, both within the Olympic ecosystem whether we’re working with the Olympic Broadcast Service (OBS) to deliver those highlights with the IOC to deliver the insights at the games, but also an extended network of startups and partners and so forth that all fold into the bigger Olympic brand for the games, but after the games, it ends up creating scalable activity, scalable results and solutions for our ecosystem. We make, sort of the recipes here at the Olympic Games of different technology solutions, we try them out, and when they’re successful, our partners roll them out more broadly. So it’s always teamwork. And even for us at Intel, we work across our entire company to deliver solutions different business units and so forth. It even brings us together better as a team.

Paris Olympics/Paralympics are the first games to boast of gender parity. What does this mean for Intel?

We are super proud to be aligned not just with the IOC but the UN in pushing for gender parity, representation, acceptance and peace. These are things that the Olympic Movement stands for. And it is an honor to be part of it, and be at the center of it, to stand tall and say, “Hey, look, this is equal representation. We’ve never seen this before at the games.” This is really exciting and just being in that environment; I know it makes our Intel employees proud as well.

Minnesota Timberwolves sign Sezzle as jersey patch partner

The Minnesota Timberwolves have announced a multi-year partnership with ​​Sezzle, a Pay in 4 fintech company on a mission to financially empower the next generation, naming the Minneapolis-based organization the “Official Jersey Patch Partner of the Minnesota Timberwolves.”

“We are thrilled to announce Sezzle as the official jersey patch partner for the Minnesota Timberwolves. This partnership holds special significance as both Sezzle and the Timberwolves are proud to call Minneapolis home,” said ​​​​Sezzle co-founder and President Paul Paradis. “Just as the Timberwolves are reaching new heights on the court, Sezzle is achieving remarkable growth and success in the financial technology sector. Our shared commitment to innovation and community strengthens this collaboration, and we look forward to supporting our hometown team in this exciting journey!”

“With a shared commitment to strategic growth and transformation, as well as delivering best-in-class experiences, Sezzle is the perfect partner to prominently represent our organization and brand,” said Timberwolves and Lynx COO Ryan Tanke. “As both our companies reach significant inflection points, this is a unique opportunity to team up with a purpose-driven financial tech company in our backyard to thoughtfully broaden our fan and consumer bases through the love of Timberwolves and Lynx basketball.”

​​​​​Sezzle offers a financially responsible form of credit to consumers, including its Pay in 4 payment platform, which increases consumers’ purchasing power by offering interest-free installment plans online and in store.

The multi-year partnership designates Sezzle as the team’s official jersey patch partner and season presenting partner, which includes prominent in-arena signage, in-game promotions, community events and more. The partnership is inclusive of the Minnesota Lynx and includes on-court promotion, concourse activations and digital content. WME Sports helped negotiate the partnership and agreement terms between the team and Sezzle as part of its wide-ranging partnership with the team.

Everton inks landmark stadium deal with Aramark

Aramark UK has committed to helping turn Everton Stadium into one of the most advanced venues for fan experience in Europe.

Recognised as one of the world’s leading food service providers, and as industry experts in creating food and beverage-led venue experiences, Aramark partners with Everton in one of the biggest commercial deals in the Club’s history.

As part of the agreement, and in a demonstration of their commitment to the venue becoming a flagship for their European operation, Aramark will take a position as a Founding Partner of Everton Stadium, with construction of the new waterfront home nearing completion in advance of being fully operational for the 2025/26 football season.

The long-term partnership, which marks the industry giant’s first step into English football, will see Aramark deliver world-class food, drink and experiences across Everton Stadium’s footprint all year round, incorporating matchday and non-matchday events.

Working in partnership, the Club and Aramark will deliver new innovative experiences for Evertonians at the new stadium, using the most modern technologies to revolutionise fan experience, with the quality of food and beverage provision and speed of service at the forefront.

Aramark will be drawing on the solutions it has deployed so successfully across a vast range of sports venues around the globe. These include some of the most high-profile NFL venues such as the Philadelphia Eagles’ Lincoln Financial Field, Denver’s Mile High Stadium, and the Cleveland Browns’ Stadium. Also within Aramark’s impressive portfolio are nine La Liga stadia, including Atletico Madrid’s Cívitas Metropolitano Stadium and eight Bundesliga stadia, including the Olympiastadion in Berlin.

Embracing Everton’s vision for a digital-first stadium, Aramark will implement market-leading technology aimed at minimising wait times and enhancing fan satisfaction with support on hand from dedicated staff.

Everton Stadium will boast ‘frictionless’ operations, which will significantly reduce queuing through ‘walk-in walk-out’ technology solutions. Alongside modern-day kiosks, these retail outlets will be established at key locations across the stadium to create inclusive and vibrant destinations where supporters will be able to enjoy first-class food and drink quickly and easily.

These frictionless stores will include self-service beer systems, immersive food and beverage offers and kitchen collection points – which specialise in producing food exclusively for online order pick-up.

Development of The Plaza – an accessible 30,000m sq. space at the eastern entrance to the stadium footprint – will showcase a wide range of specially curated food and drink concepts.

Alongside pre-match entertainment and activities, Aramark will work alongside the Club to design food and drink offerings that will be flexible and on-trend, seasonally adapting to the needs of Evertonians and visitors, as well as any events taking place throughout the year.

The partnership between Everton and Aramark is rooted in community spirit and driving opportunities for local people. More than 1,200 new roles will be created at Everton Stadium and through wider development initiatives established.

From left: Jay Morrison (Vice President, Sports and Entertainment Operations, Aramark International), Tom Ford (Vice President, Marketing and Strategy, Aramark UK), Carl Mittleman (Chief Operating Officer, Aramark International), Richard Kenyon (Chief Commercial and Communications Officer, Everton), Neil Russell (Director of Venue Experience and Revenue, Everton

In partnership with Everton in the Community (EitC), a new social enterprise will be introduced. This will see Aramark and Everton work in partnership to promote the career opportunities available at the stadium and support local food and drink suppliers in bringing their concepts to life.

Richard Kenyon, Everton’s Chief Commercial and Communications Officer, said: “This is a landmark partnership for the Club and we are delighted to welcome Aramark as a Founding Partner.

“Their mission to set the standard for excellence and their alignment with our vision to create exceptional experiences for Evertonians really resonated with us.

“Aramark understands what goes into and what is required to deliver high profile and multi-purpose venues. As we look forward to the Club’s bright future at our new home, we are focused on working together to deliver the right type of experience for every fan and every visitor, both within the stadium and on The Plaza.

“By utilising Aramark’s global expertise across many industries, we will be adopting the very latest in retail technology to make a visit to Everton Stadium an amazing experience for every Evertonian.

“Evertonians deserve the best and we are working with a global industry leader in Aramark to offer unrivalled experiences at our new home.”

By becoming a Founding Partner at Everton Stadium, Aramark will also receive enhanced commercial opportunities and media rights at the Club’s new home once it opens in the summer of 2025.

Helen Milligan-Smith, CEO and President at Aramark UK, added: “We are thrilled to be a Founding Partner and chosen as the Culinary Experiences Partner for Everton. Our shared commitment to delivering remarkable experiences means we are developing something truly extraordinary for the launch of the new stadium.

“It’s important to us that we go above and beyond to forge strong connections not only with our venues, but with the wider community too. The introduction of a new social enterprise programme is a great example of this, and we look forward to working with Everton in the Community to champion local produce and provide training and job opportunities to local people across Liverpool.”

Bundesliga agrees a four-year broadcast deal with DAZN

Bundesliga International and DAZN have agreed to a four-year broadcast deal which ensures that the international streaming platform will have exclusive rights to show Bundesliga, Bundesliga 2, the DFL Supercup and relegation play-offs from the start of the 2025-26 season.

Football fans in Spain will be able to watch the most important matches from Germany’s top two divisions, live and on demand, as well as highlights of each match and a range of localised shoulder programming.

In addition, thanks to a sub-licensing agreement with Movistar, subscribers to DAZN in Spain will already have exclusive access to the Bundesliga and Bundesliga 2 throughout the 2024-25 season.

Peer Naubert, Chief Marketing Officer of Bundesliga International, said: “Spain is an important market and a country – like Germany – where football means everything. We are pleased to be working with DAZN across many markets internationally and will now work together to continue to bring Football As Its Meant To Be to fans throughout Spain.”

Why Padel Is More Than Just a Game – It’s a Community

In recent months, the sports world has been buzzing about the rapid rise of padel and its impact on traditional tennis clubs. Last month, even tennis legend Novak Djokovic voiced concerns about this shift. But instead of viewing padel as a threat, tennis clubs should see it as the nudge they need to adapt to changing times. As the founder of Padium, the UK’s premier padel operator, I believe padel is on track to revolutionise the sport landscape, offering a fresh and inclusive alternative that resonates with today’s players.

Addressing Djokovic’s Concerns

Novak Djokovic is right to point out the challenges traditional tennis clubs are facing. The growing popularity of padel is undeniable, and it’s forcing tennis to rethink its approach. Many tennis clubs have been slow to evolve, clinging to an elitist model that hasn’t adapted to modern times. Meanwhile, padel has exploded onto the scene, offering something fresh and exciting that resonates with today’s players. The growth of padel is impossible to ignore with celebrities that include David Beckham, Lionel Messi, and even tennis greats themselves such as Andy Murrary and Rafael Nadal joining the trend. The numbers speak for themselves with over 50 new padel clubs opening every week globally (Playtomic Global Padel Report 2024). It’s clear that padel is more than just a trend, it’s a movement that’s here to stay.

But instead of seeing this as a rivalry, it’s time to understand why padel is capturing so much attention and this may provide tennis clubs with some answers. 

The Appeal of Padel: Why It’s Grabbing All the Attention

Padel’s rise has caught everyone’s attention for a few simple reasons. First off, it’s easy to get started. Unlike tennis, which can be tough to learn, padel is much more accessible for beginners. You can jump into a game with little to no experience, have a rally and have a great time. This ease of entry makes it appealing to anyone looking to try something new without a steep learning curve. But don’t be fooled—padel isn’t just a casual game. It’s got layers that make it tough to master, keeping people hooked. It’s also a social sport by nature. 

The Social Magic of Padel: Why It’s More Than Just a Game

Unlike tennis, where the skill gap can make matches feel isolating, padel is all about inclusion and interaction—perfect for those looking to enjoy a sport while connecting with others. The smaller courts and emphasis on doubles means more interaction and more fun, regardless of their experience level. Whether you’re a beginner or a seasoned player, padel helps level the playing field, making it easy to mix and mingle. It’s not just a sport—it’s a social experience that brings people together in a way traditional tennis often doesn’t. And often can’t. 

At Padium, we witness this social magic every day with people of all walks of life entering our venue. People aren’t just playing a game; they’re meeting new friends and building a community. I’ve personally met many incredible individuals through open matches at our club.

Padium’s Vision: Leading Padel’s Remarkable Story 

At Padium, we’re committed to being at the forefront of this padel boom. Our focus is entirely on creating the best possible experience for padel players in a premium, unforgettable setting. From our top-notch facilities to our expert coaching, and from our special events to the Pro-Am tournaments we’ve held, we’re dedicated to setting the standard for padel in the UK and becoming the nation’s number one padel operator. We believe that by focusing solely on padel, we can offer something truly special—an environment where people come together to enjoy a sport that’s as social as it is competitive.

Padel’s rise is no accident. It’s a sport that perfectly captures the modern desire for accessibility, fun, and community. As tennis clubs grapple with how to stay relevant, padel is showing the way forward and making itself appealing to a modern, young audience. We’re excited to lead this charge, offering a padel experience that’s unmatched anywhere in the UK and setting the stage for what’s to come in the fast-changing world of racket sports.

The author is Houman Ashrafzadeh, Founder of Padium

IBA’s Role in Boxing: A Question of Integrity?

In this week’s Member Insights piece, David Alexander, the founder and MD of Calacus PR spotlights how gender has become a huge issue in sport as well as society.

Ever since South African middle-distance runner Caster Semenya underwent tests to prove her gender back in 2009, and the LGBTQ+ community has found a voice in mainstream society, there have been questions raised about fairness and eligibility.

The issue was thrown back into the limelight during the Paris 2024 boxing competition when Italian boxer Angela Carini broke down in tears and quit her bout against the Algerian Imane Khelif after 46 seconds in a fight that sparked huge controversy at the Olympics.

Khelif is one of two boxers permitted to fight at the Games despite being disqualified from the women’s world championships last year for allegedly failing gender eligibility tests.

The International Boxing Association, (IBA) has had a difficult few years, with concerns over governance and integrity ultimately seeing it removed as boxing’s Olympic governing body by the International Olympic Committee (IOC)  in 2023.

Former President Gafur Rakhimov was said to by the U.S. Treasury Department to have strong links to organised crime, which led the IOC to launch an inquiry and suspend IBA initially in 2019.

Rakhimov’s successor, Russian Umar Kremlev, is said to have strong links to state President Vladimir Putin while the governing body has been backed by Russian state energy firm Gazprom, which Kremlev said had ceased to be the case since 2023.

Concerns over the integrity of bouts and judging were underlined by report by sports investigator Richard McLaren which said “corruption abounded” when he concluded his report into IBA’s governance.

IBA is also under threat from the newly-formed World Boxing, which was set up by former IBA presidential candidate Boris van der Vorst, who have already held talks with the IOC about leading the boxing at the Olympic Games in Los Angeles in 2028 and have almost three dozen nations supporting them.

So it’s fair to say that IBA’s credibility continues to be stretched. 

Last year, Khelif and fellow boxer Lin Yu-Ting of Taiwan were disqualified from the World Boxing Championships. 

“Based on DNA tests, we identified a number of athletes who tried to trick their colleagues into posing as women,” the Association’s president, Umar Kremlev, told Russia’s Tass news agency at the time. “According to the results of the tests, it was proved that they have XY chromosomes. Such athletes were excluded from competition.”

It was a pure coincidence that Khelif had beaten Russian opponent Azalia Amineva in the semi-final, her disqualification ensuring that Amineva’s unbeaten record was restored.

Fast forward to Paris and Khelif, who was born and raised a woman, and does not identify as either transgender or intersex.

The controversy over her inclusion in the women’s 66kg boxing event prompted everyone from author JK Rowling, Tesla billionaire Elon Musk and former UK Prime Minister Liz Truss to pour scorn over Khelif’s inclusion.

Carini, meanwhile, expressed regret over her actions in the ring. “All this controversy makes me sad,” Carini told Italian newspaper Gazzetta dello Sport. “I’m sorry for my opponent, too. If the IOC said she can fight, I respect that decision. It wasn’t something I intended to do. 

“Actually, I want to apologise to her and everyone else. I was angry because my Olympics had gone up in smoke.”

The IOC made a statement criticising IBA’s governance and later IOC President Thomas Bach confirmed that the boxers were not transgender.

He confirmed: “We have two boxers who are born as women, who have been raised as women, who have a passport as a woman and have competed for many years as women. Some want to own a definition of who is a women.”

He went on to underline the IOC’s position while referring to the wider and politically motivated campaign by Russian interests against the IOC and the Paris Olympics. 

He added: “What we have seen from the Russian side and in particular from the (IBA),” Bach said, “they have undertaken already way before these Games with a defamation campaign against France, against the Games, against the IOC.”

IOC Director of Communications, Mark Adams, dismissed the legitimacy of IBA’s testing and the frenzy it was attempting to capitalise on.

He said: “The whole process is flawed. From the conception of the test, to the way the test was shared with us, to the way the tests were made public, it’s so flawed that it’s impossible to engage with it.

“I’m not going to discuss the individual intimate details of athletes in public, which I think is quite disgraceful for those who leaked that material. Frankly, it must be terrible to be put in that position. On top of all the social media harassment these athletes have had to endure.”

Despite their lack of involvement from Paris 2024, IBA called a press conference to build upon the controversy and explain why they had banned Khelif from their own event last year.

Given their reputation as an organisation, and despite of the facts as laid out by the IOC, what IBA needed to do was show leadership, authority and professionalism.

That would send a message to the world that they are a serious organisation capable of representing the diverse boxing family and acting with integrity.

What transpired was quite the opposite.

Reporters were kept waiting for the press conference for over an hour amid technical difficulties which were to affect the translations, the live feed to Kremlev in Russia and the sound system.

One reporter described the event as “the most extraordinary, chaotic, shambolic and badly organised international sporting press conference I have ever attended,” and it was perhaps a fatal blow to IBA’s hopes of regaining Olympic Programme control for boxing.

The speakers rambled, avoided answering direct questions and there was no coherent messaging to convince the attendant media that IBA, and by extension its point of view, was credible.

IBA Chief Executive, Chris Roberts, a former British Army officer, revealed that blood tests carried out by a laboratory in Istanbul during the 2022 World Championship came up as inconsistent for Khelif and another boxer, with a similar test the next year leading to her disqualification. 

He added that the controversy “wasn’t anything that we wanted. We delivered the test information to the IOC and they haven’t done anything with it because they believe in their own criteria, which is the passport. We never intended to raise any issues because this is not our event. We are now here because the media has questions.”

Kremlev used the opportunity to attack the IOC and President Bach again, claiming that he was standing up for women’s sport, despite all the speakers being men.

In a rambling tirade that prompted journalists to leave or ask him to stop talking, Kremlev said; “As a Christian, the Olympic opening ceremony was something horrible. Today we are destroying sport, especially feminine sport. 

“We have genetic tests showing that these are men. We have not checked what’s between their legs. There are doctors and medics who can verify these things. We don’t know whether they were born like that or changes were made. 

“Today we are witnessing the death of women’s boxing, the corruption of judges. All this is happening while Mr Bach is president (of the IOC). Under no circumstances should we allow women’s boxing to be destroyed. Today not only is women’s boxing being destroyed, but I believe that in the future they will also try to destroy women’s sport.”

Several journalists and other people who were attending left in disgust, at not just the language, but the tone of the answers from the IBA participants.

Nothing is ever off the record with journalists and it was laughable that Roberts then contradicted his President by confirming that Gazprom was still a sponsor and also undermining the validity of the 2023 tests by saying that there was no independent presence when they took place.

No wonder the IOC’s Mark Adams responded: “It was a chaotic farce. The organization and the content of this press conference tells you everything you need to know about their governance and credibility.

“It clearly demonstrates that the sport of boxing needs a new federation to run boxing. If you ever needed any evidence at all that the IBA is unfit to run boxing just look at the key members of the IBA who took part in that travesty yesterday.

“We would love to see boxing, we want to see boxing on the programme in LA. Now it is up to the boxing community to organise themselves for the sport and for the athletes.” 

Beyond the confusion, the chaos and the shambles that was IBA’s press conference, not once did any of the speakers show any sympathy for the online bullying and abuse that Khelif has faced.

Khelif had earlier said the furore was having “massive effects” as she called for restraint. “I send a message to all the people of the world to uphold the Olympic principles and the Olympic Charter, to refrain from bullying all athletes, because this has effects,” she said.

After winning gold by beating Chinese world champion Yang Liu by a unanimous decision over five rounds to win welterweight gold, Khelif said: “I am fully qualified to take part in this competition. I’m a woman like any other woman. 

“For eight years, this has been my dream, and I’m now the Olympic champion and gold medalist. That also gives my success a special taste because of those attacks.

“We are in the Olympics to perform as athletes, and I hope that we will not see any similar attacks in future Olympics.

“I was born a woman, I lived a woman, I competed as a woman, there’s no doubt about that. [The detractors] are enemies of success, that is what I call them. And that also gives my success a special taste because of these attacks.

“As for the IBA, since 2018 I have been boxing under their umbrella. They know me very well, they know what I’m capable of, they know how I’ve developed over the years but now they are not recognised any more. They hate me and I don’t know why. I send them a single message: with this gold medal, my dignity, my honour is above everything else.”

Paris 2024 will go down as one of the greatest Olympiad of all time, with the Khelif affair a rare controversy which raised questions of fairness and safety. But Khelif has struggled in other competitions, her Olympic gold surely the peak of her career which has never been characterised by overly powerful punching.

Sadly for IBA, their communications and their shambolic Paris press conference end any hope they had of regaining the hearts and minds of the boxing community, or, more importantly, the support of the IOC.

Click here to know more about Calacus Sports PR.

Paris Hosts Grande Olympic Games of Sport & Hope in Divided World

As the Paris Olympic Games enters its final weekend, Michael Pirrie reviews the highlights and lessons of the world’s premier global sporting event. 

The Olympic Games means the world to sport but the wider world in which it exists is increasingly ruptured and challenged by a rapidly changing and uncertain global environment. 

Paris showed there is still hope.

Athletes, teams and officials from nations fractured by political conflict and violence embarked on an unlikely journey of hope from war to sport in the French capital. 

As the Paris Olympiad moves into its final weekend, it is clear the Games has been a triumph for the IOC, for France, its iconic capital, and for Olympic  Movement

Paris provided a unique opportunity to bring the Games back to the home of its founder Pierre de Coubertin and reconnect with his vision for the event to build relationships, dialogue and understanding between nations towards peace.

Paris Fills Void in Uncertain World

With a global movement and conditions threatening the status quo, Paris reinforced the Olympic Games as the pinnacle of world sport.

Paris has been a success for international Olympic sports federations, National Olympic Committees, broadcasters and worldwide partners and sponsors.

The Games has showcased the Olympic experience, athletes and sport in iconic venues and electrifying Parisian atmosphere.

Venues were full and loud; the host city was vibrant; and sport captivating like Paris itself.

Paris filled a void in a fragile world like Tokyo did, bringing the world together remotely in a global pandemic

The French Games further underlined the Olympics as the world’s most important global sporting event dedicated to peace

Paris came at a pivotal moment for the Olympic movement and the world, on the brink of full-scale war in the Middle East and threats of nuclear annihilation in Europe, the Olympic Movement’s home continent

The Paris Games resembled an international sport census and consensus on sport; a global communal gathering of athletes from more than 200 nations and territories, more than the number of member states in the United Nations

Nations across the political spectrum, even some of the most isolated and extreme attended Paris, including North Korea after the reclusive nation missed Tokyo because Covid

While some individual athletes secured more medals than entire smaller nations, some of which sent only 1 competitor – just making it to Paris was an achievement for many countries that meant more than competing in a deeply divided world.     

The team from Ukraine was greatly diminished in size due to the death toll and casualties inflected by Russia but its presence in Paris symbolised its existence and survival as a nation.

The multiple gold, silver and bronze medals won by Ukraine’s athletes have inspired the devastated nation and the world beyond, symbolising strength and spirit in the darkest of times.

This was a powerful statement of trust and hope in sport and peace in a world divided by war, deepening social inequality and disadvantage, authoritarian governments and racial and religious motivated terrorism.

“This culture of peace was, and always will be at the heart of our Olympic community,” IOC President Thomas Bach, said as the Israeli victims of the Munich 1972 Olympic Games massacre – described by Bach as “the darkest day in Olympic history”-  were remembered at a ceremony in Paris

Paris pointed to new directions, priorities and concerns for world sport.

The Games was the biggest sporting event ever staged and the biggest security operation as well, with a ring of steel reportedly involving 75,000 police and military officers stretching around the Olympic rings to protect Paris.

With the presence of Israeli athletes in Paris amid   on going conflict in Gaza, team members are escorted by elite tactical squads, with tensions heightened following reports of threats against Israelis at the Games.    

Paris 2024 was a milestone for the Olympic Movement 

There had not been a fully successful Games since London, and Paris was the moment the Olympic Movement had been waiting for.

Paris enabled the Games to return to a major European capital, with no major organisational problems or scandals, a beautiful host city, world famous venues and huge potential audiences. 

This was the opportunity for the Games to recover from the isolation and emptiness of Covid and return to its premier status in the world. 

Paris captured and held the world’s attention amid the catastrophe of war, political unrest, and declining economic and social conditions.

This was the world’s most screened and streamed sporting event, out rating Netflix.

Paris redefined the appearance of the Games, integrating the mega event into and around host city venues and settings like never before 

The French capital produced its own cinema verite with the sport superstars, soundstage, landmark locations and extras needed for a global hit.

These included crowd favourites such as Tom Cruise, Eva Mendez, John Travolta and even Snoop Dog in roles as Olympic venue extras.

Paris also had a contemporary cinema feel that harked back to MGM spectaculars like an American in Paris.

Hollywood will need to produce its own blockbuster when the Olympic set and location moves to Los Angeles in four years.      

Paris produced scripts with story lines so extraordinary they could have come straight from a Steven Spielberg ‘works in development’ production meeting.

These included an athlete whose great grandfather was on Schindler’s List, and while competing in Paris drew on the strength and spirit of her late grandmother who survived the Holocaust

Narrative Sport That Matters 

The Holocaust survivor escaped to Paris in 1944, where 80 years later, her granddaughter, Jemima Montag, would win bronze in the Olympic race walk, finishing under the arches of the Eiffel Tower that once beckoned as a beacon of hope to her grandmother eight decades earlier.

Montag, representing Australia, was inspired by wearing her grandmother’s bracelet in Paris, marching in her memory and footsteps.   

“She (her grandmother), teaches me to take one step at a time and it also puts things into perspective,” Montag once said. “Towards the end of the Holocaust they marched through the snow and cold for days on end in little sandals and hardly any clothing.”

Paris was ‘narrative sport’ at its most impactful with story lines of life imitating art so compelling and improbable they could have come from the Louvre.

These include US basketball star Brittney Griner coming back and challenging for a team gold medal after she was taken as a hostage by Russia shortly before invading Ukraine and later released in a prisoner swap.    

These were stories the world was longing to hear; stories about overcoming adversity that gave hope in times of great adversity. 

While great sporting events inevitably produce great sport, the Olympic Games is about more than sport and revealed more about the human condition and condition of the planet. 

Cutting edge technology and vast sums of money used in a landmark effort to clean up the Seine River for Olympic swimming still couldn’t wash away concerns about the safety of the murky river.

The gender fight in boxing that has engulfed the Games, complicated by the credibility of the International Boxing Association and its Kremlin linked leader, indicates the dispute over ‘chromosome doping’ has deep and complex social and cultural origins as well as scientific ones and is a tragedy for all involved.

In a gender equal Games, women athletes gave the most inspiring performances – from legendary US swimmer Katie  Ledecky to gymnast Simone Biles.

Teenage women skateboarders energised the Games. 

Soaring so high in aerial rotations they may have needed a flight plan and parachute for landing, the teenager skateboarder also provided a new way of looking at the world and sport.     

Arisa Trew, at 14, from Australia, was the youngest gold medal winner at the Games, said she had been motivated to win the competition after her parents promised her a pet duck.   

Conclusion

The IOC sees the Games as a potential way to bring the world together. While the Games cannot stop wars, sport can help to highlight what’s important. 

The Paris Games highlighted the increasingly urgent need for peace in a fragile world, in line with the vision of its founder whose hopes and dreams for the event remain as relevant as when the Games last visited de Coubertin’s home city in Paris 100 years ago. 

The world will be hoping it does not take another century to return.

Michael Pirrie is an international Olympic and major events communications adviser and commentator who led the global media campaign for London’s successful bid to host the Olympic Games in 2012 against Paris, New York, Moscow and Madrid   

AS Monaco signs Renault as major partner

AS Monaco and Renault, through Renault 5 E-Tech electric have announced their collaboration for the coming season.


The legendary Renault 5, marketed from 1972 to 1996, is back! Reinvented and revealed just a few months ago, Renault 5 E-Tech electric is Renault’s new 100% electric small city car. The French automotive brand, which aims to achieve carbon neutrality by 2040, has set its sights on making Renault 5 E-Tech electric its new pop icon.


By becoming a major partner of the Principality’s football club, Renault will enable Renault 5 E-Tech electric to be displayed on the front of the AS Monaco professional team jersey during the Champions League matches the Club will be playing this season.

The R5 logo will also be visible on the “pocket” of the Monegasque players’ tunics during their Ligue 1 matches, and will also benefit from high visibility at the Stade Louis-II, as well as on the Club’s various communication media.

This new partnership with a world-class group like Renault and their iconic and responsible Renault 5 E-Tech electric is further proof of AS Monaco’s appeal. We look forward to working together and helping each other achieve our goals.

As part of this collaboration, a fleet of over twenty Renault vehicles will be made available to AS Monaco. Finally, a number of activations between the two entities will enable the Monegasque club, backed by Renault dealerships throughout France, to reach all its supporters in France and in the Principality.

Laurent Aliphat, VP Renault Marketing Brand Content: “We are very proud to be partnering AS Monaco football club this season. We share strong ties, based on our history and our values. Founded over one hundred years ago, we are both entities with national and international reach. And we are both seeking to implement strategies with a focus on clean mobility. This partnership comes at a time that promises to be exciting and meaningful for both of us, with the launch of Renault 5 E-Tech electric, an iconic car inspiring real passion, and the centenary celebrations of AS Monaco.”

Thibaut Chatelard, Marketing & Revenue Director of AS Monaco: “Welcome to Renault and Renault 5 E-Tech electric in the great family of AS Monaco partners! As the Club returns to the Champions League next season, marked by the Centenary of our institution, we are delighted to be able to count on Renault’s support for our European campaign and throughout the exciting Ligue 1 season. This new partnership with a world-class group like Renault and their iconic and responsible Renault 5 E-Tech electric is further proof of AS Monaco’s appeal. We look forward to working together and helping each other achieve our goals.”